Harneet Singh

Analyzing Online Ad Spends by Canada's Federal Parties: Insights from Meta Advertising Data

Analyzing Online Ad Spends by Canada’s Federal Parties: Insights from Meta Advertising Data

Updated data for July 2024 As Canada gears up for the next federal election (expected in Fall 2025 if not earlier), the digital battleground is heating up. Digital and Social Media Marketing Agency for Political Campaigns has become a crucial tool for political campaigns, allowing parties to reach and engage with voters on platforms like Facebook and Instagram in unprecedented ways. Understanding the ad spending patterns of these parties provides valuable insights into their strategies and priorities. In this blog post, we delve into the latest monthly spending data on Meta (Facebook + Instagram) by Canada’s leading federal parties. Why Meta Ad Spending Matters in Canadian Politics The rise of social media has transformed political campaigning. Platforms like Facebook and Instagram offer targeted advertising capabilities, enabling parties to tailor their messages to specific demographics. This precision can influence voter opinions and, ultimately, election outcomes. By analyzing ad spending on Meta, we gain a glimpse into each party’s focus areas, voter engagement strategies, and overall campaign health. Digital and Social Media Marketing Agency for Political Campaigns can leverage these insights to enhance their strategies and connect more effectively with voters. Breakdown of Meta Advertising Spending by Leading Federal Parties – July 2024 Canadian federal political parties spent over $57,000 on Meta advertising through their official channels. The data reveals a significant disparity in campaign spending among Canada’s federal political parties. The Conservative Party of Canada spent $36,000 in July 2024, which is more than double the expenditure of the Liberal Party at $17,000. This contrast highlights the Conservatives’ substantial financial resources and strategic emphasis on digital outreach. Liberal Party of Canada Total Spending: $17,000 The Liberal Party’s ad portfolio, including promotions of the Canada Child Benefit, Grocery rebate, Environment-related incentives and other Budget 2024 ideas, and numerous attack ads on Pierre Poilievre, indicates a mixed strategy of highlighting policy achievements while discrediting the opposition. This dual approach aims to appeal to a wide audience, balancing positive and negative messaging to strengthen their image and undermine Conservative credibility. Key Demographics Targeted: Urban young adults, environmental advocates, and healthcare professionals. Conservative Party of Canada Total Spending: $36,000 The Conservative Party’s ad policy for July 2024 predominantly focuses on attack ads, targeting the Liberal government’s censorship law, the NDP and its leader Jagmeet Singh, as well as highlighting issues like rising crime and extortion. These ads aim to draw sharp contrasts with their opponents by emphasizing perceived threats and policy failures. In addition to these attacks, the Conservatives also promote their core promises of “common sense” solutions, including axing taxes, building homes, fixing the budget, and stopping crime. This combination of negative campaigning and positive messaging is designed to both undermine the opposition and solidify the party’s image as the solution-oriented choice for voters, reflecting a strategy that seeks to mobilize their base and sway undecided voters by addressing their concerns and fears. Key Demographics Targeted: Suburban families, ethnic communities, business owners, and senior citizens. New Democratic Party (NDP) Total Spending: $3,700 The NDP’s advertising strategy for July 2024 focused on promoting upcoming by-elections in the ridings of Elmwood-Transcona and LaSalle-Émard-Verdun. This suggests a targeted effort to mobilize support in these specific regions. Alongside these promotions, the NDP also ran a mix of event-related ads and attack ads aimed at Pierre Poilievre, criticizing his stance on cuts and privatization in healthcare. This combination reflects a dual approach: highlighting the importance of local elections and events while also positioning the party as a defender of public healthcare against conservative policies. Key Demographics Targeted: Young progressives, by-election voters, and seniors concerned about healthcare. Green Party of Canada Total Spending: $305 The Green Party’s advertising strategy for July 2024 was focused on a handful of key issues, with ads highlighting their positions on homelessness, climate change, and dental care. This choice of topics reflects the party’s commitment to social justice and environmental sustainability, as well as their advocacy for expanding healthcare coverage. By concentrating on these specific issues, the Green Party aimed to appeal to voters concerned about social equity and environmental responsibility, distinguishing themselves as a party dedicated to addressing these critical challenges. Key Demographics Targeted: Environmentalists, youth activists, and rural communities. July 2024 Fundraising and Digital Spend In July 2024, the Conservative Party of Canada maintained a substantial lead in fundraising, collecting over $9.8 million in the second quarter, slightly down from nearly $10.7 million in the first quarter. This robust financial backing enabled the Conservatives to outspend other parties on advertising, focusing heavily on attack ads targeting the Liberal government’s policies and promoting their key promises. The Liberal Party also saw a fundraising boost, raising nearly $3.8 million, which allowed them to support a mix of policy promotion and negative ads against Pierre Poilievre. Meanwhile, the NDP and Green Party, with their more modest financial positions—raising approximately $1.3 million and $438,000, respectively—focused their ad campaigns on targeted issues and specific events, including by-elections and policy critiques. The disparity in fundraising directly influenced the scale and reach of each party’s advertising efforts, highlighting the critical role of financial resources in shaping political narratives and voter outreach​ Stay updated! To stay updated with the latest blogs and insights, sign up for our newsletter. Stay informed and engaged with the political developments that matter to you. Subscribe now for the latest updates delivered straight to your inbox.

Toronto-St.Paul Federal By-Election: Meta Advertising Spending and Results Analysis

Blog updated and archived on June 25, 2024 (after the results came out) The Toronto-St. Paul’s federal by-election, held on June 24, 2024, was a focal point of national attention. With the Conservative Party gaining traction in recent national polls and the Federal Liberals striving to maintain their stronghold, the stakes were high. Digital and Social Media Marketing Agency for Political Campaigns played a crucial role in helping candidates leverage digital platforms like Facebook and Instagram to connect with voters, spread their messages, and rally support. Our analysis of the advertising spend of the leading candidates on these platforms provides insight into their campaign strategies and outreach efforts. Ad Spending in the Last 7 Days leading up to E-Day (June 18 – 24, 2024) Ad Spending During the Writ Period (Starting May 19, 2024) Election Result and Analysis The by-election resulted in a narrow victory (590 votes) for Conservative candidate Don Stewart, marking a significant political shift in the riding, which has traditionally been a Liberal stronghold. Stewart received 42.08% of the vote, while Liberal candidate Leslie Church garnered 40.49%​. This outcome is particularly notable given the extensive digital advertising efforts by both candidates. Stewart’s victory indicates that his campaign’s higher investment in digital ads, coupled with effective voter engagement strategies, may have played a pivotal role in swaying voters. This election could significantly impact the political landscape, and understanding the digital campaign strategies is key to comprehending the broader electoral dynamics. Stay tuned for more updates and analysis as we continue to track developments in the political sphere. Digital Strategy of the Candidates Don Stewart (Conservative): Stewart’s digital strategy was aggressive and well-funded, outspending Leslie Church by four times. This highlights the importance of having a Digital and Social Media Marketing Agency for Political Campaigns to create effective digital ads and target voters strategically. Stewart’s ads focused almost exclusively on Prime Minister Justin Trudeau and key issues such as the Carbon Tax and rising crime rates. His campaign utilized a mix of graphic assets and a popular video that received over 200,000 views on X. Both Stewart and Church benefited from ads and financial support from their respective parties’ official accounts. Leslie Church (Liberal): Church’s digital strategy focused on promoting the Liberal government’s achievements, utilizing mostly text-based graphic assets. Her ads highlighted her connection to long-time MP Carolyn Bennett, and local councillor Josh Matlow, and showcased the government’s successes in healthcare, education, and social services. While her spending was more restrained, Church aimed to build a personal connection with voters through testimonials from local community leaders and constituents. Interestingly, we only found traces of direct digital advertising by 2 Candidates – Leslie Church for the Liberal Party of Canada and Don Stewart for the Conservative Party of Canada. There were more than 80 candidates in the running but we didn’t find much online traction or data for the other candidates including NDP’s Amrit Parhar and Green Party of Canada’s Christian Cullis. To stay updated with the latest blogs and insights, sign up for our newsletter. Stay informed and engaged with the political developments that matter to you. Subscribe now for the latest updates delivered straight to your inbox.

Mississauga Mayoral election 2024

Mississauga Mayoral Election: Meta Advertising Spending Tracker

As Mississauga gears up for its upcoming mayoral by-election on June 10, 2024, it’s crucial to understand the digital footprint of the candidates vying for the city’s leadership. In today’s political landscape, a Digital and Social Media Marketing Agency for Political Campaigns plays a vital role, alongside platforms like Facebook and Instagram, in helping campaigns reach and engage with voters. With this in mind, we delved into the advertising spend of the candidates on these platforms to gain insights into their campaign strategies and outreach efforts. Using data from Facebook’s political ad library, this quick blog post will feature the total advertising spent on Facebook and Instagram by the candidates in the Mississauga mayoral by-election over three time periods – 7 days, 30 days, and 90 days. This investment underscores the importance candidates place on leveraging digital platforms to connect with voters, share their vision, and garner support for their campaigns. We’ll also update this blog with our analysis on the ad spend, nature of ads and other insights. Ad Spending in the Last 7 Days Please wait a moment for the data widget to load: Ad Spending in the Last 30 Days Please wait a moment for the data widget to load: Ad Spending in the Last 90 Days Please wait a moment for the data widget to load: To provide transparency and accountability, Facebook’s political ad library offers a comprehensive view of political ads running on its platform. By embedding widgets from this library into our blog, we aim to empower voters with access to information about the advertisements being circulated by the mayoral candidates over different periods. As residents of Mississauga prepare to cast their votes and shape the city’s future, staying informed about the candidates and their campaign activities is essential. By utilizing resources like Facebook’s political ad library and services provided by a Digital and Social Media Marketing Agency for Political Campaigns, voters can make more informed decisions and actively participate in the democratic process. Stay tuned for more updates and analysis as we track the developments leading up to the Mississauga mayoral by-election on June 10, 2024. Disclaimer: Please note that EOK Consults Inc. may be engaged in digital advertising work for one of the candidates in the Mississauga mayoral by-election. We remain committed to providing accurate, publicly-verifiable information and objective analysis.

Reed Awards 2024 Finalist EOK Consults

EOK Consults Named Finalist for 2024 Reed Awards

We are thrilled to share that EOK Consults Inc. has been selected as a finalist for the prestigious Reed Awards 2024 in the international category of “Best Canadian Online Ad Campaign.” This esteemed recognition, named after Campaigns & Elections’ founder Stanley Foster Reed, celebrates excellence in political campaigning, campaign management, political consulting, design, grassroots efforts, and advocacy. The Reed Awards are more than just accolades; they symbolize the pinnacle of achievement in the political campaign and advocacy industry. As a Digital and Social Media Marketing Agency for Political Campaigns, we are honored to be recognized for our innovation, creativity, and commitment to delivering outstanding results for our clients. EOK Consults stands out among its peers, demonstrating a profound understanding of the evolving landscape of online political advertising in Canada. Our team’s dedication to crafting winning campaigns has not gone unnoticed. Being named a finalist for the Reed Awards is a testament to our unwavering commitment to delivering results for our clients. At EOK Consults Inc., we believe in the power of effective digital communication, high-precision targeting and unique messaging to engage with voters, constituents and grassroots stakeholders for our political clients and organizations. We would like to extend our heartfelt gratitude to the Reed Awards for this recognition, as well as to our clients for their trust and partnership. Without their support, this achievement would not have been possible. We’re excited about heading down to Charleston, South Carolina in March to participate in the 2024 Reed Awards ceremony and conference. Billed as the Political Campaigning Industry Event of the Year, we’re looking forward to learning from experts, connecting with our peers and gaining momentum to fuel our growth in the Canadian political advertising world.  As we await the final results, we remain steadfast in our mission to set the standard for excellence in Canadian online advertising. As a leading Digital and Social Media Marketing Agency for Political Campaigns, the acknowledgment as a finalist for the Reed Awards 2024 reaffirms our commitment to pushing the boundaries and delivering unparalleled value to our clients. Stay tuned as we continue to innovate, inspire, and elevate the art of online advertising in Canada and beyond. Together, we can make a difference—one campaign at a time.  

Types of Facebook Political Ads in Canada

Types of Facebook Political Ads in Canada

Meta’s Facebook & Instagram platforms represent Canada’s lion’s share of political advertising. On the one hand, their massive user base & engaged audiences offer a lucrative opportunity for political advertisers to engage with voters nationwide. On the other, restrictive Canadian government regulations and decisions by other popular social media platforms (such as TikTok & Snapchat) effectively leave Meta as the most accessible, viable, and scalable platform for political advertising in Canada. At EOK Consults, a leading Digital and Social Media Marketing Agency for Political Campaigns, we recognize how pivotal Meta has become for effective political advertising. New to the world of Facebook Political Advertising? Check out our Ultimate Guide to Facebook Political Ads in Canada here. This blog highlights the different types of Facebook political ads that are permissible in Canada as well as the variety of ad types, campaign objectives and ad formats available for political advertisers to leverage in their campaigns.  5 Types of Facebook Political Ads Common types of political advertising on Facebook include the following: Candidate Ads – These are sponsored posts that promote a specific candidate or individual running for public office across municipal, provincial or federal levels of government. These are typically done to promote brand awareness for a candidate, their background and profile, policies, platform/ideas as well as reasons to convince voters to elect them. Candidate Ads are generally run before and during an election cycle to ensure maximum reach and engagement with the voters in a specific riding or constituency. Issue Ads – Issue ads represent a form of political advertising which focuses on engagement and action related to a specific political issue. It could be a local issue like library funding or a provincial one like the building of a new public highway or mass transit service. It could even be a macro policy issue such as immigration or interest rates. These ads can be sponsored by individuals (including candidates) or organizations (including political parties) and these may advocate for or against a particular policy or stance on an issue. Advocacy Ads – These ads are similar to issue-based ads in that they promote a particular cause of advocacy group at a mass grassroots level. However, these aren’t always tied to an election cycle but may seek to influence public opinion on a certain matter over a longer-than-typical-election-campaign period. Common examples include massive public policy decisions such as urban planning, real estate development, and sale of restrictive goods such as tobacco & alcohol as well as transit decisions on ride-sharing and community driving.  Election Campaign Ads – All political advertising on Facebook during or just before an election cycle with information on the voting process, political parties, campaigns & their leaders fall under this category. When sponsored by parties or individuals, these ads encourage people to vote for them as well as provide voting information to make it easier for them to head to the polls. A major advertiser behind political ads that encourage more voter participation is regulatory bodies such as Elections Ontario or Elections Canada which use Facebook to engage the public en masse and encourage higher voter turnout.  Social Issue Ads – Social issue ads are a category that Facebook typically associates with issues of mass society or national importance. These are typically advertising on major social issues including race/identity, housing, social change as well as matters of general public safety and wellness amongst others.   Types of Facebook Political Campaign Objectives A successful political campaign connects with the most eligible voters in a defined region and then builds on that connection through engaging content that ultimately translates into votes and ballot decisions. Facebook advertising can help with every stage of a political campaign and offers a wide variety of campaign objectives to choose from, depending on the strategic goals of a political campaign. These include: Brand awareness: Advertising that aims to increase the visibility and recognition of a political candidate, party or idea/cause.  Reach: Campaigns that aim to maximize the number of people who see the political ads of a political advertiser. Reach campaigns are designed to deliver the highest number of ad impressions to as many unique users as possible within a specified target audience. Engagement: These political ads encourage user interaction with the ad content such as likes or comments. Engagement campaigns help create a buzz or viral effect around political campaigns that further help increase the organic reach for political content.  Traffic: Traffic ads drive users to a specific website or landing page set up by the political advertiser. These are useful to help people engage more in-depth with the candidate or the party and their platform, donate, sign up for communication or volunteer and join a campaign.  Video Views: Ads set up to boost views of video content fall under this category. Video is one of the most effective formats of political advertising and sponsored ads help increase the number of views and reach a larger audience for political campaigns. Lead generation: Political ads that aim to collect user information for possible support, as well as action items on key policy issues, are lead generation campaigns.  Messages: Any political ad that encourages people to initiate conversations via the unified Facebook messenger falls under this category. These ads help bridge the campaign and voters together.  Conversions: Any ad campaign that is focused on helping users take specific actions on a website such as donations, vote pledges or sign-ups are called conversion campaigns. These are measurable campaigns that can be very effective in voter engagement and momentum building. Event responses: Political advertisers use Facebook advertising to promote attendance at campaign events, fundraisers, town halls or other gatherings and these ads can help mobilize supporters and community engagement.    5 Popular Ad Formats for Facebook Political Ads in Canada To ensure that political advertisers have an effective and engaging way of communicating with potential voters on Facebook, a variety of ad formats are available. These are generally the same formats as available for other commercial advertising on the platform.

political digital marketing in 2024 trends and predictions

Political Digital Marketing in 2024: Top Trends & Predictions

https://youtu.be/hBk69EDpRdU Looking back to the developments in 2023, some large industry-defining trends emerged in the political digital marketing industry globally. From record-breaking spending on online advertising to the rise of short-form video content to AI to the need for enhanced cybersecurity, there are a lot of takeaways for the industry going forward into 2024. At EOK Consults, a Digital and Social Media Marketing Agency for Political Campaigns, we witnessed these shifts firsthand at the recent Campaign Tech Innovation Summit in Washington, DC. Here’s a quick summary of the top trends and predictions that will shape the future of political digital marketing in 2024: Record-breaking political advertising to continue Recent reports project that the total spending on political advertising in the US for the upcoming presidential election cycle will cross $16 billion. While the Canadian share of online political advertising is very humble, the shift towards digital platforms and increased online advertising follows similar patterns here at home. More and more political stakeholders across Canada are realizing that digital media isn’t a checkbox in their plans but an actual strategic piece of the political campaign puzzle. With record-breaking population increase, increased penetration of connected devices (smartphones, TVs) and growing access to broadband internet, we can bet that increased preference for digital channels in political campaigning will be a highlight for the scheduled federal elections in 2025 (or earlier, depending on how the political climate evolves).   Video Content rules the airwaves From non-skippable video format to reels to live streams to catchy sponsored video ads on Facebook and Instagram feeds, video emerged as the most popular content format for political advertising in the last couple of years and is here to stay. Social media users crave authentic, personal and engaging content and video ads (when done right) check all the boxes. Whether it’s a personal story behind a candidate or an attack ad against an incumbent, video ads can hook the audience and help create a viral aspect in political advertising that is otherwise hard to generate.  Pierre Poilievre’s recent housing crisis video was a novel 15-minute long documentary-style take on political content and its viral status highlighted how video’s effectiveness when it comes to political content.   Connected TV is the one to watch for The regulatory environment for political advertising on social media channels has been restrictive, to say the least from company-wide bans (like Snapchat, and TikTok) to regulatory hurdles (Bill C-76). However, one increasingly dominant channel for advertising is the world of Connected TV (CTV) – video ads on digital TV sets connected to the internet.  CTV offers political advertisers the ability to target their ads in a hyper-specific manner to voters with certain interests and behaviours beyond the traditional demographic indicators on social media channels.    Tapping into influencers and content creators via TikTok While TikTok doesn’t allow political advertising of any kind in Canada or the US, its importance due to its massive user base cannot be underestimated. Political campaigns that invest time and effort into the real/platform-native content creation systems on TikTok and the ability to tap into some influencers can certainly reap the benefits over the long term. Given how strong its user-led algorithm is, TikTok also has the unique ability to verify the resonance and virality of content or key political messages for campaigns, almost serving as a unique A/B test platform.   AI will change everything (cliché) – Soon AI is expected to transform almost every aspect of human life in the next decade and political advertising is no different. While many believe the future is here, for most political campaigners and strategists, AI (for now) is a way to supercharge their workflows, processes, decision-making and creative outputs. From video editing, captioning, image improvements, and A/B testing to script writing, AI is increasingly being used in almost every aspect of a political campaign and it is expected to continue to transform the way we run and manage political advertising.   Online threat management and cybersecurity will become critical From malicious actors (state/non-state) to phishing/hacking attempts on campaigns to cyber security threats with the potential loss of sensitive voter data, political campaigns will have to level up their cyber security game as we head into the next presidential and federal election cycles across the US and Canada. Bot armies, trolls, deep fakes – the threats just keep on increasing and warnings from secret agencies reiterate the importance of keeping sensitive data safe from landing in the wrong hands.   Authenticity and creativity will make a difference In the hyper-connected realities of today, voters are becoming more discerning and audience fatigue is endemic. Political campaigns will need to present an authentic and creative voice that cuts through the noise to make an impact. While the tools and channels for online advertising will continue to evolve and one needs to leverage all the advancements, the bottom line for the success of any future political campaign will be offering truthfulness in an exciting, engaging and trust-building manner.    Transform your political digital marketing campaign in 2024  Political digital marketing is here to stay and grow in Canada and beyond. While the opportunities are endless, you need a trusted partner to help you build, manage and grow your online presence and profile to match your political ambitions. EOK Consults, a leading Digital and Social Media Marketing Agency for Political Campaigns, has a proven track record of helping clients stay ahead of the curve. Contact us today and let’s deliver winning campaigns, together. 

reasons to use facebook ads for political campaign in Canada

5 Reasons to Use Facebook Ads for Your Next Political Campaign in Canada

From nomination to voter engagement to mass advocacy, Meta’s Facebook and Instagram ads offer an unmatched channel for individuals and organizations to leverage when it comes to online political advertising. As a leading Digital and Social Media Marketing Agency for Political Campaigns, we understand the critical role these platforms play in modern campaigning. Here are the top 5 reasons why you should use Facebook ads for your next political campaign in Canada: Facebook Political Ads are Popular Facebook is one of the most popular social media platforms in Canada with a user base that is unmatched when it comes to diversity of audience and intense level of engagement. When it comes to political campaigns, candidates and organizations thrive on platforms that allow them a chance to connect directly with the voters. Meta, utilizing its cross-platform integration of Facebook and Instagram offers this exact opportunity to political advertisers. It’s the best of all (social) worlds when it comes to political campaigning. The numbers speak for themselves. A typical Federal election cycle sees over $10 million in direct ad spending on Facebook and Instagram in Canada. As a Digital and Social Media Marketing Agency for Political Campaigns, we can help you navigate this landscape effectively.  Facebook Offers Targeted Advertising Unlike traditional mass advertising channels that offer little flexibility when it comes to audience selection, Facebook’s robust advertising platform offers precise targeting options. This allows political campaigns to reach specific voter groups and demographics crucial for their success as well as the ability to customize their message to make the most impact. From geolocation to interests to behaviours, Facebook has a deep understanding of its user base in Canada. The same is offered to political advertisers, in compliance with local laws and regulations. Facebook Political Ads Utilize Innovative Content Formats Today’s social media user has many options to choose from when it comes to the platforms and type of content they wish to engage with. Video is a dominating format when it comes to social media content. Additionally, social media companies constantly tune their algorithm to ensure their users stick around for longer. As a result, these platforms consistently prefer engaging, mobile-friendly content that sparks conversations and reactions.  For advertisers on Facebook and Instagram, there’s a lot of flexibility for political campaigns to leverage short and long-form content including graphic ads, reels, wide-frame videos and more to woo their audience. The benefit of having a Facebook ads manager that offers creative as well as distribution capabilities makes it an even more attractive platform for political advertising. Facebook’s strength as a two-way communication platform between advertisers and voters encourages likes, shares, and organic virality of content that creates the possibility for a sense of community and momentum around a political campaign. Facebook Political Ads Offer Unmatched Return-on-Investment (ROI) Print, TV, and radio advertising have long been key components of political advertising in Canada. A common concern for advertisers on these traditional mass advertising tools is the limited measurability of return on investment (ROI). In contrast, Facebook allows advertisers to set clear goals in terms of their marketing objectives and track performance against those goals. Whether that’s mass reach, brand awareness, website traffic, post engagement, video views or other objectives, advertisers can get the best bang for their buck on Facebook & Instagram social media advertising. Analyzing hundreds of campaigns that we at EOK Consults have managed, we can see successful advertisers connect with 100+ voters for just $5 in digital ad spend. We have managed campaigns where supporters have been identified for specific causes and advocacy issues for as low as 50 cents to $3 per supporter!  In summary, a typical Facebook campaign can easily provide 10x ROI vs traditional forms of political advertising. In addition to advertiser verification, all political ads are required to carry a “Paid for by” disclaimer that identifies the organization, campaign, or individual funding the ad campaign. This further helps in establishing transparency when it comes to political advertising online. Transparency & Real-Time Analytics Are Added Bonus Political advertising is governed by laws and guidelines of the appropriate regulatory organization (municipal, provincial or federal). Facebook provides compliance and transparency tools to ensure that users know who is behind a particular political ad. It also maintains a publicly searchable directory of all political/social issues ads for 7 years on its ads library. These actions help build trust and transparency when it comes to political campaigns and highlight the importance of these elements in a democratic process. For campaign managers and staff members, Facebook’s real-time analytics on ad performance is a true game-changer. Campaigns can track important metrics such as ad reach, engagement, and conversions for real-time assessment and optimization of advertising strategy.  The possibility of real-time A/B testing campaign messaging, graphics and other elements is something traditional political advertising platforms just can’t offer.  In addition to advertiser verification, all political ads are required to carry a “Paid for by” disclaimer that identifies the organization, campaign, or individual funding the ad campaign. This further helps in establishing transparency when it comes to political advertising online. In summary, Meta offers Facebook and Instagram as comprehensive & integrated advertising platforms that are popular, targeted, innovative, measurable and most importantly, effective in reaching Canadian political and advocacy audiences. You just can’t run or manage a winning political campaign in today’s times without these in your toolkit. Launch Winning Political Campaigns on Facebook in Canada Interested in learning more about political advertising on Facebook? Check out our ultimate guide. If you’re running for public office or managing a political or advocacy organization, get in touch to learn how we can deliver winning campaigns to meet your objectives. Learn more by contacting us for a free consultation today.

The Ultimate Guide to Facebook Political Ads in Canada

The Ultimate Guide to Facebook Political Ads in Canada

Facebook political ads offer a modern and engaging way for political candidates & advocacy organizations to connect with their supporters. As a Digital and Social Media Marketing Agency for Political Campaigns, we’re here to provide insights into the basics, examples, and strategies in our ultimate guide. What are Facebook Political ads? Any advertisement on the social media platform Facebook, Instagram, or its network of online publishers that is related to a political campaign, social issue, advocacy group, or a candidate for public office is collectively and commonly known as Facebook Political ads. Such ads represent a popular form of digital political advertising in Canada to engage with the millions of Canadians who use Facebook and its affiliate networks daily.  From politicians promoting their vision and priorities to political parties and special interest groups rallying support for their ideological platforms and ideas, a broad spectrum of messages can be promoted or advertised on Facebook and related social media platforms. Types of Facebook Political Ads Meta Platforms, Inc. (parent company of Facebook & Instagram) offers a variety of content types that can be leveraged for political and advocacy marketing in Canada. This includes short and long-form videos, graphics, and lead-generation or web traffic ads. Multiple formats of political ads available on Facebook & Instagram include sponsored posts on user homepage/news feeds, stories, reels, and video feeds. Does Facebook Allow Political Ads in Canada? The short answer is Yes!  Political sponsored posts and advertisements are allowed in Canada. The same is true for many other countries worldwide, including the US.  However, like most traditional & digital advertising platforms, there are rules and regulations that all advertisers have to abide by and Facebook is no different.  What is important to note is that given the regulations surrounding political digital marketing in Canada, not all Facebook promotional tools and challenges are available for political marketing. There are, however, restrictions that apply to the nature of ads that can be run, targeting options, and the placements available to political ads on Facebook and Instagram.  What do you need to run Facebook Political Ads in Canada? To run political ads on Facebook and Instagram in Canada, advertisers are required to follow an authorization process that verifies their identity and disclosure in terms of responsibility for running and paying for the ads. In addition to advertiser verification, all political ads are required to carry a “Paid for by” disclaimer that identifies the organization, campaign, or individual funding the ad campaign. This further helps in establishing transparency when it comes to political advertising online. What are the rules for Facebook Political Ads in Canada? When it comes to the legal considerations for Facebook political ads in Canada, the Canada Elections Act (CEA) is the defining law that lays out the rules and obligations for advertisers and social media platforms. The flagship rule as part of that act is the requirement for an “ad library” – a searchable archive of all political, social, or issue-based ads that are run in Canada. This showcases the ads, and their disclaimers and provides high-level information on budgets and ad targeting options chosen by the respective campaigns. Any political ad that is activated in Canada is archived in that library for a period of seven years from the launch date. In addition to the ad library and advertiser-level requirements noted above, Facebook has additional community standards and policies that advertisers need to adhere to. These cover the nature and content of ads, the placements available for political ads, targeting options, transparency, and compliance guidelines.  How Popular are Facebook Political Ads in Canada? Facebook ads are extremely popular in Canadian politics. In fact, it is by far the most popular social media platform that supports advertising for political and social issues in Canada. In the last federal elections in 2021, the combined spending on Facebook ads by the three leading political parties exceeded $6 million. In the 2022 Ontario Elections, Facebook political ad spending exceeded $2 million with the Liberal Party in Ontario accounting for more than 50% of the total amount. As a Digital and Social Media Marketing Agency for Political Campaigns, we can help you make the most of these opportunities for engagement. How much does Facebook Political Ads cost? When it comes to budgeting and costs for Facebook political ads, there are a couple of considerations. While the actual spending limit on a campaign is governed by respective campaign laws (municipal, provincial, or federal), Facebook ads have no defined limit. Advertisers can begin political or advocacy marketing for as low as $5 per day. Facebook’s bidding system allows advertisers to turn up or down their spending as per their campaign needs. The beauty of digital ads is the scale, reach, engagement, and flexibility when it comes to campaign management and the same is true for political ads. If your campaign is connecting with the voters, you can add to its budget with a couple of clicks. On the contrary, if you’re not happy with the performance of another political ad, you can shut it down in one click! You can’t say the same for more traditional forms of political advertising. What we have seen in our experience with a wide spectrum of clients across all levels of the government is that, at the end of the day, a combination of the campaign’s overall budget, the candidate or party’s brand image, and strategic priorities influence the budget process for Facebook ads.   What are some of the latest trends in Facebook political advertising in Canada?  Facebook’s advertising platform is constantly evolving to ensure alignment with changing user interests as well as compliance with regulatory requirements.  Some of the latest trends in Canadian political advertising on Facebook & Instagram include: Consistent increase in political ad spending on Facebook by candidates, political parties and third-party organizations The rise of video content as the most popular ad format Reels and stories dominate short-form video content, especially among young voters (18-30 years) Changes in geographic targeting guidelines on Facebook that restrict ads

The Ultimate Guide to Facebook Political Ads in Canada

Everything You Need to Know About Facebook Political Ads in Canada

Political campaigning and advertising has undergone significant transformation around the world with digital media playing an increasingly critical role. The Canadian political landscape is not an exception to this trend. Facebook, being one of the most popular social media platforms in the country, has emerged as a potent tool for political advertising. As a Digital and Social Media Marketing Agency for Political Campaigns, we empower civic and political campaigners to reach and engage millions of Canadians. In this post, we’ll cover everything you need to know about Facebook political ads in Canada. What are Facebook political ads? Facebook political ads are one of the most effective ways to put your campaign message in front of voters. These paid promotions feature text, images, slideshows, and or videos as content types. These elements can be served as ads to a variety of audiences based on their demographic indicators, location, interests, online behaviours, and a combination of these profile characteristics. Users can see Facebook political ads in their news feeds, stories or on the advertising sidebar, which gives a political campaign maximum visibility. While Facebook traditionally offers its advertisers a variety of ad formats (types and sizes) and inventory – all the places where advertising can be shown, the options are a bit limited when it comes to political ads. This is primarily due to Facebook’s political ad guidelines and the need to comply with laws made across different parts of the world. Currently, Facebook can show political ads in the following formats across mobile, desktop, and other devices in Canada: Facebook’s vast understanding of its user base and its capable online platform offers a mix of ad placements and content types. Political campaigns can leverage this to reach voters in a measurable, effective and affordable manner. Whether you’re promoting a candidate, a party, or raising awareness on a social/civil or political issue, Facebook political ads are a valuable tool. These ad campaigns can help you connect with potential voters and make a lasting impression. Does Facebook allow political ads in Canada? The answer is yes – but there are a few important things to keep in mind. To comply with Bill C-76 requirements and Facebook’s guidelines, all political ads must include a “paid for by” disclaimer. Additionally, these ads must be managed by a person or organization authorized to run political ads in Canada. It’s also important to note that Facebook has a zero-tolerance policy for ads that contain false information or violate community standards. Most importantly, any such ads in violation are removed or suspended by Facebook. By following these rules, you can ensure that your campaign stays in compliance and your ads reach your intended audience. What do you need to run Facebook political ads? Running Facebook political ads in Canada requires a bit of setup, but with the right tools and know-how, it can be a highly effective way to reach potential voters. To get started, you’ll need a publicly-visible Facebook page and a Facebook Ads account. Additionally, you also need identity verification and authorization to run political ads. This includes providing a government-issued ID, proof of residence, and proof of authorization to run ads on behalf of a political entity.  Mastering the know-how of online advertising is crucial, especially in complex and budget-conscious environments like a political campaign.   How popular are Facebook political ads in Canada? With the rise of social media, Facebook political ads have become a popular way for political parties to reach voters in Canada. In fact, during the latest Federal elections in Canada, Facebook was the most popular platform for political ads. The total spending on Facebook advertising by all political parties combined exceeded C$6.7 million between June 17th and September 14th, 2021. As a Digital and Social Media Marketing Agency for Political Campaigns, we help political candidates and organizations leverage Facebook’s massive user base and targeted advertising capabilities to engage voters effectively. With Twitter and Tiktok taking a stance against political advertising and Google allowing restricted advertising in Canada, Facebook remains one of the only major social media platforms readily available for running such ads. This further cements its role in the realm of digital politics. What about cost and budget? If you’re considering using Facebook ads for your political campaign in Canada, costs and budgets are important factors. The cost of Facebook political ads can vary widely depending on factors like your target audience, the duration of the ad, and how much competition there is for ad space. But the good news is, you don’t need a huge budget to get started. In fact, you can set a budget for your campaign for as little as $5 per day. Facebook uses a bidding system to determine the cost of ads, so it’s up to you to decide how much you want to spend.  Other critical factors that influence the cost are the size of the target audience in a given riding and the level of government the election campaign is for. For instance, in a municipal election with fewer candidates, the cost may be lower than in a federal election with more competition for the same voter base. Ultimately, it’s important to keep in mind that the cost of Facebook political ads can be influenced by various factors. However, with careful planning and budgeting, you can reach your target audience without breaking the bank. What are the must-know rules and guidelines? Facebook takes political advertising in Canada very seriously and has established clear rules and guidelines to ensure transparency and integrity in the process. Before running any political ads, advertisers must comply with Facebook’s community standards and advertising policies. Additionally, advertisers must disclose who paid for and authorized the ad. To help maintain transparency, Facebook also maintains a searchable ad library where users can view all political ads that use its platform. It’s essential to stay up-to-date on Facebook’s rules and policies regarding political ads to ensure compliance and avoid any penalties or removal of ads. Facebook political ads can be a powerful tool to reach potential

Social Media in Canadian Politics

Social Media in Canadian Politics: The Future of Campaigning

1. Overview of Social Media and Politics in Canada Social media and digital channels have influenced almost every area of human life and endeavor so political campaigns are no different. More than 85% of the Canadian population uses social media on a daily basis, making it a critical piece of the political campaigning jigsaw puzzle. Consequently, social media in Canadian politics has seen a staggering growth over the past few years. From municipal to federal elections, candidates and political organizations have taken to popular platforms such as Facebook, Instagram, Google, TikTok and Twitter amongst others to engage and woo voters, especially those aged 18-30 and first-time voters. 2. Rise of Facebook Advertising in Canadian Politics Since 2008, social media has been a standard fixture in political campaigns around the world as evident from Barack Obama’s highly innovative campaign which brought the use of Facebook in the limelight. Аt home, in Canada, Facebook advertising has been a mainstay of Canadian political campaigning for quite some time as well. Over the last few years, it has seen increased investments and interest from all parties, especially after its compliance with the bill C-76 (when Google, Twitter, Snapchat and many others backed out). At EOK Consults, a leading Digital and Social Media Marketing Agency for Political Campaigns, we have seen firsthand how political parties in Canada have subsequently invested record amounts in online advertising during the 2021 federal elections. Facebook remains a vital tool in reaching voters, especially as other platforms restrict political advertising. 3. Pandemic Boost to Social Media in Campaigning The use of social media in Canadian politics was clearly on the rise, however, the pandemic accelerated the growth to unprecendented levels. In the wake of Covid-19 stay-at-home orders, internet and social media use skyrocketed. The health regulations and guidelines further restricted traditional campaign strategies like door-knocking and meet-and-greets forcing politicians and political organizations to adapt. With most people staying home and utilizing social media to stay connected, political campaign spending moved mostly online in a strategic pivot. This led to a boom in spending and focus on social media for campaigning.  Over $2.7 million was spent by all federal parties during the first half of the 2021 Federal Elections campaign, only on Facebook and Instagram!  As per publicly available data, the total spending on Facebook advertising by all parties combined was more than C$6.7 million in the final 3-month period up to the election. In the context of other online platforms (news outlets & media conglomerates), the online political advertising estimates for Canada’s 2021 Federal election range from $10-15million highlighting the massive growth over the past few years. In addition, Pierre Poiliever’s campaign during the Conservative Party Leadership elections in 2022 had an impressive digital media advertising strategy. A solid grassroots campaign complimented by a well-thought out digital direct-to-the-public media strategy with over 33K of ad spending on Facebook helped him secure a thumping victory over his competitors. As evident, political candidates and organizations are increasingly establishing an online presence on a continuous basis. Given the high engagement levels and measurable return-on-investment of digital platforms, we might reasonably assume that those numbers will increase in future elections.  4. Social Media in Canadian Politics – Is This The Future of Political Campaigning? One thing is clear – digital political campaigning is here to stay and grow as people are more social than ever. Canada’s political parties have embraced the Internet and social media; the online world is now a critical part of any political campaign. The variety in media formats, the congregation of voters and most importantly, the scalability and measurability of social media political campaigns make them a preferred choice for any political operative and campaign team. Heading into the future, the ground rules for a successful social media political campaign include consistent messaging, brand building and focus on offering valuable and engaging content. With the help of EOK Consults, a top-tier Digital and Social Media Marketing Agency for Political Campaigns, political candidates can create well-thought-out campaign strategies that resonate with voters and drive measurable results. Stay in touch with our blog or get in touch today for a free consultation on how we can help add the winning touch to your political campaign.

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